A few days ago. Tamar showed us a very stimulating marketing campaign in class. it is a revolutionary packaging and product positioning campaign for baby-carrots. Rather than having me describe it, here’s a link to this hilarity that you must see for yourself.
http://www.babycarrots.com/
Didn’t you just have so much fun reading the packages and watching “Chip and Abdul”? =] even reading the nutritional info is full of surprises (try it if you haven’t already done so)!
anyway, lets put aside the fun and actually evaluate the effectiveness of this campaign.
at first thought, this campaign will for sure increase the demand for the baby-carrots because it reminds people that they are fun, convenient, and nutritious snacks. Now more office workers will bring baby-carrots to work; more moms will pack baby-carrots in the kids’ lunch box; and more individuals will consume baby-carrots as snacks because they are crunchy, sweet, bite-sized, and leave their hands free of oil and salts. however, although this campaign increases the preference of the brand “a bunch of carrot farmers”, i dont think it differenciate the product enough to be able to raise the price of this packaged baby-carrots. what i mean is, now more people would buy baby-carrots, and they would want to buy the junk-food packaged ones. but if “a bunch of carrot farmers” decide to charge a premium on their carrots (because they spend $25 million on this campaign), they would not be able to do so because people can buy any brand of baby-carrots and it will give them the same benifit.
that was my first thought. after looking more into this campaign, “a bunch of carrot farmers” packaged carrots do provide more value than other super market baby-carrots. what we learned in marketing, its all about creating and communicating “values”. i’m just gonna list the points i thought of that consumers will pay extra for “a bunch of carrot farmers” carrots:
– package size: good portion, easy to store and transport.
– placement (distribution): sold in vending machines, easy access, able to charge high prices because its competing with other junk food.
– this campaign also has stronger impact on students of all ages because it creates a social trend. packages reflect idendity (packaged: fun loving, futuristic, classy v.s. non-packaged: cheap and no-style)
– having a brand: consistence is quality and experience. gain trust in buyers.
kay that’s all for now. i’d add more if i think of any other reason why i, or anybody would pay extra to buy this crisp and fun packaged baby-carrots. in general, i think the campaign is a success. well i love it and i would pay a dollar or dollar fifty for a pack of this healthy junkfood. but $25 million marketing expense is too much for me to comprehend, im guessing their tarket market is in billions.
please comment, or link to my blog for your extra blogging mark, fellow students! thanks for reading and welcome back.
One reply on “Baby Carrots”
I totally concur with what you are saying. These small packaged baby carrots are not just a new way of eating carrots, but it also promotes a healthy eating lifestyle which would help solve this overwieght issue amongst teenagers. Perhaps this will change the way eat vegetables now. There could be packaged baby tomatotes, celery, and plenty more.